The next day the carpenter wisely showed up after Sarah and the kids were gone, and proceeded to build the entertainment center with Michael. They were building the back of it and, of course, the carpenter used the finest wood available. While taking a short break, he grabbed the heart and carved the word Care underneath Serve before showing the heart to Michael.

“This is the third greatest success strategy of all,” he said passionately. “It’s my favorite to talk about because when you care about the work you do and show people you care about them, you stand out in a world where most don’t care. Caring leads to success!”

“If there’s one thing I know about myself,” said Michael, “it’s that I care a lot.”

“And it shows,” said the carpenter. “The fact that you care so much is why I care to share these strategies with you. Caring draws people to you. We all want to work with people who care. We want to help people who care. When you care, you attract people like a magnet. You asked me the other day why all those people wanted to talk to me at the store, and it is because I’m a craftsman with a positive attitude who loves, serves, and cares.

“If you want to be successful you must show you care about the work that you do. I care about what I build and people can see this care in my work. That’s why people come to meet me and hire me, even when I’m not able to return voicemails. They know I care about my work, and it is the best marketing strategy of all,” he said as Michael smiled. He had come to realize the carpenter was a better marketer than he had thought.

“The world knows when someone cares, don’t they?” Michael asked, realizing in that moment that Social Connect had lost its biggest client because they had become too big too fast and didn’t care enough.

“Without a doubt. The world will flock to people who care and buy products that were made with care and support businesses that care, like my favorite burrito shop. I can tell with each burrito whether the person making it cared enough to make it great. I can tell whether the person working at the register actually cares about people or is just there to collect a paycheck. If people there stop caring about their work and me, I’ll find a new place that does care.”

“I know what you mean,” said Michael. “My wife stopped going to this popular hair salon because they stopped caring about her. They got very busy and became more commercial and less caring. Now, she’s looking for another place that will care about her.”

“Well that’s just it,” the carpenter said, waving his hands passionately. “When you care, you not only care about the work that you do, but you also show people you care about them. When you care, everyone matters and everything matters.”

The carpenter put his hand at the top of the entertainment center and with an open palm gently moved his hand slowly toward the bottom, caressing it like he would his child’s hair. “When we care, we care about every inch, every detail. We care about design. We care about the materials we use. We care about ingredients. We care about our team. We care about each interaction. We care about how each team member feels. We care about service. We care about how each customer feels. We care about all the little things that lead to big success. When we care, we build things that others care about. When we care, we are craftsmen and craftswomen who are always looking to get better, work harder, and care more.”

Michael and the carpenter then exchanged stories of their favorite businesses that understood the power of caring. They talked about the supermarket that trains their employees to take you to the item on the shelf when you can’t find what you are looking for, the tire center employees that run and greet their customers as soon as they arrive, the company that provides free shipping and free returns, the airline that cares about their employees and customers so much that LUV is their stock symbol, and the restaurants that go out of their way to accommodate people with food allergies, like Michael’s children. Michael’s favorite example of caring was Fitz, who works at Rosenblum’s, and sells Michael his suits. “Every time I put on a new suit or pair of pants for the first time, I find an encouraging message from Fitz on a notecard tucked into a pocket. It’s not a note thanking me for his business, but a note that makes me smile, laugh, and enjoy the rest of the day. One time I was about to meet with an important client and felt a card in the inside pocket of my new jacket. I pulled out the card and it was a note from Fitz that said, Your day just got a whole lot better. I love that he takes the time to write a handwritten note that lifts me up. He cares, and I wouldn’t think of buying my clothes anywhere else.”

The carpenter responded, “Fitz clearly understands The Way and has found a unique way to show he cares. It may seem like a small gesture but it means everything. Over the years I’ve discovered that the most successful people, companies, and organizations stand out by finding unique ways to show they care and they make it a habit. For me it’s about the work I do; for another business it might be that they are available and responsive to their customers’ needs 24/7. Some may even show they care by returning voicemails faster than their competition. The key is to find the unique way that fits you and your work.”

Michael and the carpenter then discussed how caring is the differentiator in every profession, and agreed that the best sports teams are composed of players who care not only about being their best but also care about their teammates. They discussed their school experiences and realized their favorite teachers and coaches were the ones who cared about them. Michael commented how a caring doctor and nurse had made all the difference when he was in the hospital. They agreed that those who care go out of their way to make others feel important.

Then the carpenter said, “Always remember that great organizations that care are composed of people who care greatly—and it starts with you. Not because you are the leader of the company, but because one person who cares inspires everyone around them to care. Anyone in any organization can be a CCO, Chief Caring Officer.”

Michael laughed. “I think I was the CCO in the last company I worked for,” he said. “I don’t think I was the best salesperson from a technique standpoint. But I won all the awards because I found out what the customer really wanted and I cared about them and made sure they got what they wanted. I didn’t try to sell them something they didn’t need.”

“Did other people follow your lead?” asked the carpenter.

“Yes, they did. I believe we became a more successful sales team and organization because my caring rubbed off on others.”

“That’s the secret to building a great organization and team,” the carpenter said. “When you care, you will inspire others to care. It’s also important to make sure you surround yourself with people who care. Then, together you take action to show you care. Find ways to extend yourself to others and serve them. Write a note. Make a call. Go out of your way to serve someone. Go beyond the expected. People know you care when you go out of your way to show them they matter. A smile, an encouraging word, an extra five minutes of time, solving a customer’s problem, listening to an employee, sacrificing for a friend, and helping a team member through a challenging time can make all the difference. Never underestimate the importance of making time to make someone feel special.

“Then when you develop a reputation for caring and others expect more from you, you continue to deliver more than they expect. With each caring act you are saying, ‘I am here to love you and serve you,’ and when this happens, you attract more love. They will talk about you and refer you. They will tell stories at parties and gatherings about you. People may even write books about you. Caring is the ultimate success building strategy. People make it complicated but it’s simple:

1. Care about the work you do.
2. Surround yourself with people who care.
3. Show your team you care about them.
4. Build a team that cares about one another.
5. Together show your customers you care about them.

“This is how you stand out and succeed.”